The final episode of The Office was over a decade ago, but the social fandom is more alive than ever. Both The Office and The Office: Superfan Episodes consistently remain top viewed shows on Peacock, so it should surprise no one that the social accounts for The Office (17.5M fan footprint across FB, IG, TT, X, YT, and Snap) remain highly active and hungry for content.
Dual Objectives:
As stewards of this beloved NBC franchise, our objective is to do right by the fan community while also drawing in new fans. That means ensuring our social content is true-to-form to the show yet also fresh and inspired, designed to elicit fan engagement, shares, and buzz.
As a brand and a streamer, our dual objective is to leverage The Office pages and its multi-platform social community to bolster @Peacock’s multi-platform growth and engagement, and by extension, drive awareness that this show is available to watch on our service.
☝️ Prioritizing TikTok and Snap to Draw in Gen-Z
TikTok: produce 10 custom videos a month, a publishing volume increase of +33% YoY
Snap: platform partnership focused on Stories and Spotlight
💪 Keeping IG, FB, X, and YT strong to superserve the core fan demographic
Content hypertailored towards the platform, plus a slightly older audience base.
🧰 Keeping it Fresh
Continual testing and learning based on social insights
BTS content: bloopers, extended episodes
Curation of underrated scenes
Interactive content with polls, CTAs, and other Story elements
Quick-turn, reactive content in line with trends, smallidays, and other cultural happenings
990.8 Million in total organic reach
70 Million in total organic engagements
+8.8% YOY follower growth on Facebook, Instagram, TikTok, and X (from 15.57M to 16.94M)
Including +1.1M new followers on TikTok (from 2.7M to 3.75M), amounting for 80% of our total footprint growth (to 16.94M).
Other Noteworthy Stats:
Instagram collab posts between @Peacock and @TheOffice were consistently among the top organic performers Peacock this past year
Reactive content worked hard for us. For example, our “Identity Theft” April Fools TikTok video netted us 250k followers.
